Easy Clothes USA – Founder’s Story

Easy Clothes USA - Founder's Story
Photo Courtesy: Easy Clothes USA

Introduction

Max and Louis Lechanteur, two immigrant brothers from Belgium, epitomize the American dream. Having moved 11 times throughout their lives (throughout Europe and the US), the essence of America—possibilities and opportunities—left an indelible mark on them.

Constantly distant from their family, Max and Louis were exposed to a myriad of international cultures throughout their childhood and adult life. Their education spanned different schools across the US and Europe, enriching their perspectives and experiences. 

Early Life

From an early age, Max displayed a remarkable technical aptitude, thriving on the challenge of creating something from nothing. In contrast, Louis was more academically inclined, finding joy in theory, school, and sports. Despite their differing interests, their bond was exceptionally strong, forged by the constant moves and transitions they faced together, with just a year’s difference in school age. Their shared ambition to start a business was fueled by their complementary strengths. Louis had already made his mark by founding an earphone company and successfully selling the contract to his school, which purchased the entire venture. Inspired by his brother’s success, Max embarked on his own entrepreneurial journey, focusing on a clothing project.

Easy Clothes USA - Founder's Story
Photo Courtesy: Easy Clothes USA / Max Lechanteur Co-Owner Easy Clothes USA
Easy Clothes USA
Photo Courtesy: Easy Clothes USA / Louis Lechanteur Co-Owner Easy Clothes USA

The American Dream

Despite the challenges faced by immigrants striving for success in the US, their hunger and desire fueled an unwavering belief in their potential. The onset of COVID-19 saw the closure of all Embassies, halting their travel plans to the US and plunging the world into uncertainty. Undeterred, they secured a $250,000 loan, their sole lifeline for both their business and their American dream.

In November 2021, they arrived in the US, starting their business from scratch with zero revenue. Max and Louis decided to launch Easy Clothes USA after meticulously researching and developing their project for over a year and a half. Their mission was to bring timeless, European-inspired fashion to the everyday working woman, offering an affordable alternative to the high-end European designers. Their vision, “Fashion Without Labels,” was to deliver the latest European fashion trends without the weight of a brand name, making stylish elegance accessible to all. 

Max and Louis’s unyielding hunger for success drove their achievements. With family far away, they relied on each other, which deepened their bond. This constant connection often revolved around work, but they made it a point to engage in new activities to keep things enjoyable. Initially, they leaned heavily on word-of-mouth marketing to boost sales but soon discovered the potent influence of email and social media marketing. Their unwavering consistency and hard work were pivotal. Even during times without new customers, they treated their business as if they had thousands, a practice they continue today. Instead of chasing unpredictable fashion trends, Max and Louis focused on enduring principles. They identified three key pillars for long-term success: exceptional customer service, speedy delivery, and fresh clothing styles—an area they excelled in. Once these pillars were established, they dedicated all their efforts to them.

Their dedication was unwavering; they worked seven days a week, often sacrificing weekends to ensure timely order fulfillment. Employing guerrilla marketing tactics, they tirelessly promoted their company, targeting French schools, hospitals, and any place frequented by their demographic of the young, ambitious, working woman. The first six months were fraught with challenges and proved largely unsuccessful. The turning point came when they redirected their focus on three key pillars: exceptional customer service, fast shipping, and frequent new collection launches. This strategic shift led to the company earning $1 million in its first year. They even delivered orders personally in Los Angeles to provide a same-day experience. Committed to financial prudence, they avoided taking on debt, relying solely on initial funds and ensuring every expense had an increased return on investment. Managing growth brought its challenges, from space and warehouse issues to team expansion and supply chain management. Despite these hurdles, Max and Louis maintained their focus on customer satisfaction, adhering to the 20/80 rule, which they adapted to a 30/70 principle. This approach ensured that 70% of the output was achieved with 30% of well-thought-out input, emphasizing efficient execution over sheer effort. Their meticulous attention to detail grew with the company, ensuring that every customer received exceptional treatment regardless of the company’s size.

Easy Clothes USA
Photo Courtesy: Easy Clothes USA

Despite their impressive growth, they continually face challenges in maintaining their business momentum and the strength of their foundational pillars. They grapple with cultural differences, supply chain issues, and the demands of rapid growth. Driven by the spirit of the American dream, their company has now grown to achieve eight-figure annual revenues over the past two years; with goals of competing against the giants of Zara and Uniqlo in the coming years. As they continue to expand, their goal is to revolutionize online shopping for young, ambitious women, making it easy and enjoyable while offering attractive price points. They aspire to reach nine-figure annual revenues in the coming years, always striving to exceed customer expectations and deliver an excellent shopping experience.

Published by: Nelly Chavez

(Ambassador)

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